Category Management Analysis

Conducted at
(Easy Day, Grihasthi, Local Medical Store)
Submitted in Partial Fulillment o the re!uirements o the
Pro"ect to
D#ari$a Prasad %niyal
(Course Faculty)
&n
(10
th
September 2013)
By
Kunal Delwadia & alay Kumar andi
Students
!ost "raduate Diploma in ana#ement
$$ Kashipur
!ro%ect &itle' Secondary ar(et research on )air *il ar(et in $ndia+
,ac(#round o- the .esearchers' /n#ineers
Course to which pro%ect belon#s' ar(etin# ana#ement01
&erm in which the !ro%ect is to be e1aluated2credited' &erm01
/3ecuti1e Summary
'he FMCG mar$et is the orth(largest sector in the economy #ith a total mar$et si)e in
e*cess to + ,-., billion. /t has a string M0C 1resence and is characteri)ed by a #ell(
established distribution net#or$, intense com1etition bet#een the organi)ed and
unorgani)ed segments and lo# o1erational cost. A2ailability o $ey ra# materials,
chea1er labor costs and 1resence across the entire 2alue chain gi2es /ndia a com1etiti2e
ad2antage. 'he FMCG mar$et is set to treble rom +,,.3 billion in -445 to +55.6 7illion
in -4,8. Penetration le2el as #ell as 1er ca1ita consum1tion in most 1roduct categories is
lo# indication the unta11ed mar$et 1otential. 7urgeoning /ndian 1o1ulation, 1articularly
the middle class and the rural segments, 1resents an o11ortunity to ma$ers o branded
1roducts to con2ert consumers to branded 1roducts. Gro#th is also li$ely to come rom
u1grading in the matured 1roducts categories.
Hair care increases by 18% in current value terms in 2012, to reach Rs116
billion
Consumers willingness to spend more and try salon hair care products at
home aids value growth
Colorants sees the fastest current value growth of 29% in 2012
Average unit prices increase as manufacturers offer value-added benefits
Hindustan Unilever leads hair care with a 17% value share in 2012
Over the forecast period hair care is expected to increase by a constant value
CAGR of 10% to reach Rs185 billion
'he hair oil mar$et is huge, 2alued at 9s 3 bn. Due to the 2aried consum1tion habits o
consumers across the country, #here coconut oil and edible oil are interchangeably used,
the si)e o the mar$et is li$ely to be higher than estimated. More im1ortantly, the mar$et
is gro#ing at an im1ressi2e 3(:; in 2olume terms des1ite the high 1enetration le2el.
%sage o hair oil is a ty1ical /ndian traditional habit. /t is 1ercei2ed to oer beneits o
nourishment, hair strengthening, aster and better gro#th, and reduce the 1roblem o
alling hair. 'here are t#o ty1es hair oil a2ailable in the mar$et< coconut oil and non(
greasy 1erumed oil. Coconut oil com1rises -=5
rd
o the total mar$et and the balance
com1rises the non(greasy 1erumed oil.
%sage o hair oil is an e2eryday habit #ith 84; o the 1o1ulation out o #hich some
1ercei2e that massaging the head #ith hair oil has a cooling im1act. 'he 1enetration o
hair oil is airly high at around >:; and e2enly distributed among the urban and rural
areas.
'he coconut oil mar$et accounts or :- 1er cent share in the hair oil mar$et. /n the
branded coconut hair oil mar$et, Marico (#ith Parachute) and Dabur are the leading
1layers. 'he mar$et or branded coconut oil is 2alued at a11ro*imately +,:6 million.
*b%ecti1e o- your study'
%nderstanding the hair oil 1urchase 1attern and beha2ior o consumer at retail store by
doing secondary mar$et research. %nderstating the mar$et share o the #hole hair oil
industry and brand share hair oils. %nderstanding o the 1oint o 1urchase, time and
re!uency o 1urchase, method o 1urchase, res1onse o consumer or 1romotion.
$ntroduction?
/ndian @air mar$et is mainly dominated by the hair oil segment, #hich constitutes o2er
hal o the o2erall mar$et. Perumed oil (cooling oils, light oils, and hea2y amla oils) and
coconut oil com1rises the main segment o hair oil mar$et, #hile others account or
minimal share in the mar$et. 'he consum1tion 1attern o hair oil diers across dierent
regions and age grou1 o the country. Coconut oil is 2ery 1o1ular in southern regions,
#hile 1eo1le in the north 1reer others, such as sesame, ra1eseed, etc. 'he buying 1attern
in this category is ra1idly changing as younger generation loo$ to#ards ha2ing a 1roduct,
#hich caters not only to their styling but also to their s1eciic needs. 'he demand or
customi)ed oerings has result in emergence o niche segments in @air oil category.
Although the mar$et is con2entionally dominated by the #omenAs segment, men are ast
emerging as a se1arate consumer category. /n the current scenario, the mar$et is
#itnessing a tremendous change in buying 1attern o the menAs segment, as gro#ing
young generation are loo$ing or care and styling 1roducts catering to their s1eciic
needs. Conse!uently, industry 1layers are also introducing 2arious 1roducts to meet the
gro#ing male buyers demand.
'he hair oil mar$et is 2alued at B 3 billions. @air oiling is a ma"or niche in the hair care
segment. %nli$e mar$et abroad, /ndia has a large number o consumers #hose hair care
e*1enditure also includes hair oils. 'he 1enetration le2el o hair oil is around >:;.
Around 84; o the 1o1ulation uses hair oil e2eryday. 'he gro#th rate o hair oils in rural
/ndia is aster than the gro#th rate in urban /ndia.
$ndustry Si4e and Structure
&2erall @air oil Mar$et in /ndia
Light hair &il Mar$et in /ndia
Mar$et Share 'rends all /ndia (%rban 1lus 9ural)
Cooling @air &il Mar$et in /ndia
Light @air &il Mar$et C Dey characteristics?
,rand /ntrants and Failures in 5ast 6 years
/ntrants
,. Antidandru @air &il under the brand Medi$er by Marico
-. Entrants cooling oil Mar$et? 'he range o ne# 1roducts launched by all e*isting
mar$et leader under this category. Some o the 1roducts are 1arachute ad2anced
cooling &il, @im Gange rom GD burman Labs.
5. @erbal oil Entrants? EFeolaG by 7a"a" herbal. Parachute Ayur2edic hair &il
Marico.
Failure
,. Marico ltd Launched Mahathanda, but it ne2er become a national 1roduct.
-. Sam1urna under coconut oil category by Marico that 1ro2ed to be ailure.
5. Deo Dar1in ailed to sustain its mar$et as an industry leader and mar$et is
ca1tured by 7a"a" Almond dro1s hair oil.
6. Meera @erbal hair oil by can2incare ailed as anational 1layer but still has some
1resence in south /ndia.
*bser1ational study at .etail
Studying customer beha2ior in retail stores usually deal #ith ,./dentiication o
customers and -.'heir buying 1atterns. 'he aim o such studies is to ascertain who buys
where7 what7 when and how+ /n addition, such studies endea2or to learn about the
customer res1onse to sales 1romotion de2ices. 'he results o these studies are useul in
the solution o an array mar$eting 1roblems.
/n recent years, theses studies are gaining im1ortance in mar$eting research. /t is sae to
1redict that interest them #ill increase greatly in the ne*t decade. 'his study is
summari)ing our e*1erience at /asy day7 "rihasthi7 5ocal Kirana shop and edical
stores+
$denti-ication o- Customers'

'he customer and consumer are not synonymous. A customer is a 1urchaser o a 1roduct
or a ser2ice< a consumer is a user o a 1roduct or a ser2ice. 'he buying beha2ior o the
customer is inluenced by the needs and 1reerences o the consumer or #hom 1roducts
are 1urchased.
A husband and #ie sho11ing together may re1resent t#o customers, or one customer
and one bundle carrier, and it is not al#ays 1ossible to tell #hich is #hich. A boy
accom1anying his mother may inluence decisions in selection and 1urchase o se2eral
items, e2en i the youngster has no 1urchasing 1o#er o his o#n. 'hereore 1ractically
e2ery 1erson #ho enters a store is a 1otential 1urchaser and re1resents a unit in the storeHs
customer traic. /dentiication o customers see$s to ascertain #ho the customers are. /t
is not suicient to study buying beha2ior 1atterns #ithout $no#ing #hose buying
beha2ior is in2ol2ed. @ence it is necessary to identiy the com1osition and origin o
customers.
Composition o- customers'
'his includes many characteristics, such as se*, age grou1, color, economic and
educational status, origin and so on. 7oth consum1tion and buying beha2ior are aected
by these characteristics< and the relati2e signiicance o each o these characteristics
2aries greatly, de1ending u1on the nature o the 1roblem.
Each customer has his or her o#n buying habits. Customers buying habits or beha2ior
1atterns are not 1ermanently i*ed, and certainly not sacred, e2en though some habits
tenaciously resist change.
Customer buyin# beha1ior patterns can be #rouped in relation to'
,. Place o Purchase
-. /tems 1urchased
5. 'ime and re!uency o 1urchase
6. Method o 1urchase
8. 9es1onse to sales 1romotion de2ices.
!lace o- !urchase
/n general, customer di2ided their 1urchases among a number o stores. 'hey sho1 in
more than one de1artmental store. /n Dashi1ur, Peo1le do buy )air oils in su1ermar$et
store (/asy day7 "rihasthi), 5ocal (irana stores and medical stores (adan edical
Store7 &ondon edical store)+
/asy day and "rihasthi, only a2ailable su1ermar$et store in Dashi1ur city. Ihere
customers ha2e the choice o 1urchasing the Grocery, Dry Grocery, S1ices, 7eauty and
Personal Care such as 7aby and Child s1eciic 1roducts, 7ath and sho#er, Color
cosmetics, Deodorants, De1ilatories, Fragrances, )air Care, MenAs grooming, &ral care,
S$in care, Sun care, Sot drin$s, Laundry care, contrace1tion etc.
/asy Day )air Care7 ,ath and Shower7 Contraception7 5aundry Care7 Colors7
Deodorants7 )air "el7 !owder
/asy Day )air *il Section
)air *il ,rands at "rihasthi Super ar(et Store
'here are 2arious 5ocal Kirana stores a2ailable in Dashi1ur #here 1eo1le 1urchases
Grocery, Dry Groceries, &ral care, )air Care7 Laundry Care, S$in Care, S1ices,
Coo$ing /ngredients such as Garam Masala etc. 'hese $irana stores ha2e limited number
o in2entories or s1eciic categories. For an E*am1le a small $irana store may ha2e
limited number o hair oil brands a2ailable to them #ith com1arati2ely in small si)e
#ith res1ect to the demand rom the customers and re!uency o the 1urchase in
com1arison to the su1er mar$et stores. 'here are other actors such as lo# 1roit margins,
less demand, limited customer base also encourage them to go or limited sto$e in
s1eciic category in relati2ely smaller sho1s #here the consumer base is limited 2ariance
in se*, age, color, economic bac$ ground, religion in terms o the income and education
status.
)air Care section at 5ocal Kirana Store
edical Stores
Ie ha2e 2isited and obser2ed t#o medical stores to study the buying 1attern o our
category @air &ils in Dashi1ur. Primary consumers at medical stores are or Medicare
and @ealth related 1urchases. Medical stores generally ha2e all age grou1 1eo1le, both
gender (Male and emale) as their customers base. )air oils are additional 1urchase to
their 1rimary 1urchases.
'here #ere not any single customers #ho 2isit medical store or buying @air &il. 'he
main 1ur1ose o 2isiting the store is to get medicine and may buy hair oils, as their
additional 1urchase to the Medicare 1urchase.
Additional 1urchase isnAt necessary to be a )air *ils only< it can be anything ranging
rom s$in care, oral care, hair care, contrace1tion, gel and deodorants.
According to the Medical store 1ersonal, most o the hair oil buyers are ne#ly #ed
cou1les that buy contrace1tion as their 1rimary 1urchase and hair oils as their secondary
1urchase rom medical store. 'he second most selling is baby oil and hair oils< most o
the customers are cou1les #ith ne#ly born babies. As ar as the hea2y hair oil mar$et is
concern, Kesh Kin# hair oil (S,S ,io &ech) brand is leadin# the mar(et at Dirana
stores and medical stores.
Ihere customers ha2e the choice o 1urchasing the same goods in a number o stores,
their 1atronage loyalty to any one store is by no means 1ermanent. Studies o customer
buying beha2ior 1atterns #ith res1ect to 1lace o 1urchase are useul in selecting store
locations, in choosing distributors or a 1roduct, and in merchandising.
$tems purchased
E2ery customer 1urchase and 2ary store sale consists o a transer o one or more
S1eciic commodities. 0o one customer 1urchases all the dierent items or sale in a
store. &2er a 1eriod o time a customer #ill 1urchase substantial selection o the total
items a2ailable in the store. 7ut that selection #ill 2ary some#hat #ith each customer.
'hereore, studying customer buying beha2ior 1atters it is necessary to ascertain what
items and how much o each item customer 1urchase.
Customers at /asy day and "rihasthi? Most o the customers ha2e come to 1urchase or
their monthly items re!uired. More than hal customers #ere #ith amily, cou1le and
#ith children. 'hey 1urchased almost all necessity items re!uired or daily uses. /n
grocery most o them bought their grocery, some dry snac$s, rice, bathing and sho#er
re!uirements, @air care C )air oils, Sham1oos, conditioners, 7athing soa1s, Dettol,
toiletry care, home care, Mos!uito li!uid, as it is rainy session out here in Dashi1ur.
)air *il ,rands A2ailable at Easy Day and Grihasthi Su1er Mar$et
5ocal (irana sho1s #ere ha2ing 2ery limited customer base. During our obser2ation,
most o the customers #ere rom lo#er economic section that #ere 2ery 1rice concern
about the items 1urchased. Most o them #ere buying items in smaller units and smaller
si)es. 'hereore the 2arieties o the items a2ailable #ere 2ery less at the local $irana
store. Store$ee1er is not #illing to sto$e the s1eciic items, #hich are not demanded by
the customer. @e has 6(8 hair oil brands, #ith smaller si)e and e#er 1rices.


edical Store'
'here #ere not any single customers #ho 2isit medical store or buying @air &il. 'he
main 1ur1ose o 2isiting the store is to get medicine and may buy hair oils, as their
additional 1urchase to the Medicare 1urchase.
Additional 1urchase isnAt necessary to be a )air *ils only< it can be anything ranging
rom s$in care, oral care, hair care, contrace1tion, gel and deodorants.
According to the Medical store 1ersonal, most o the hair oil buyers are ne#ly #ed
cou1les that buy contrace1tion as their 1rimary 1urchase and hair oils as their secondary
1urchase rom medical store. 'he second most selling is baby oil and hair oils< most o
the customers are cou1les #ith ne#ly born babies. As ar as the hea2y hair oil mar$et is
concern, Kesh Kin# hair oil (S,S ,io &ech) brand is leadin# the mar(et at Dirana
stores and medical stores.
)air Saloon'
&ime and -re8uency o- purchase
Store o1erations must be geared to mesh #ith customersA time o 1urchase 1attern. Store
buyers and merchandise must be a2ailable in the store in ade!uate su11ly i ma*imum
sales are re!uired. 'o study time o 1urchase 1atterns it is necessary to relate this
1urchase #ith seasons, #eather and regional dierences. E2ery retailer $no#s rom
e*1erience that his 2olume o sales is not uniorm by days o the #ee$, nor by hours o
the day. 'he 2ariations are 2ery 1ronounced.
Attem1tsA by retailers to modiy customer time o 1urchase beha2ior 1atterns, #ith the
2ie# o im1ro2ing ser2ice to customers or raising eiciency o o1eration, ha2e by no
means been entirely successul. 'he long lines o customers #aiting im1atiently to be
chec$ed out in su1er mar$ets during 1ea$ 1eriods in contrast to the buying inacti2ity at
other times illustrate a continuing troublesome store o1erations 1roblem created by the
customersH time o 1urchase 1attern.
Fre!uency o 1urchase de1ends 1rimarily u1on the ty1e o commodity in2ol2ed. 'he si)e
o the total 1urchase, the number o items and the !uantity o eachitem bought all 2ary
#ith re!uency o1urchase. 'he more re!uently a customer 2isits a store, the more is that
customer e*1osed to the im1act o sales 1romotional de2ices used in the store.
ethod o- !urchase
Ieather a customer buys on a cash and carry or on a charge and deli2ery basis, #eather a
customer sho1s alone or s accom1anied by some one else, and #hether a customer #al$s
or rides to the store are some o the elements in method o 1urchase.
Store should 1ro2ide.
,. Ade!uate 1ar$ing acilities to accommodate the customer.
-. Si)e and re!uency o 1urchases in grocery stores are deinitely aected by the
mode o tra2el to ma$e the 1urchase.
Cou1les sho11ing in su1er mar$ets buy more 1er transaction than does a #oman or man
sho11ing alone. 'he same a11lies in other ty1e stores. Many a #oman #ill in2ite her
husband to hel1 her select a 1urchase< the husband inluences the choice and re!uently
a11ro2es the ac!uisition o a more e*1ensi2e item.
9es1onse to sales 1romotion de2ices
A. Dis1lays
7. Pricing
C. Demonstrations
D. Sales tal$s
/n so ar as 1ossible or 1ractical, consumer goods are 1ac$aged to create eye a11eal #hen
1ut on dis1lay. 'hus the sha1e, si)e, label and 1ac$aging
Material o the 1roduct all 1lays
their 1art in sales 1romotion. 'he manner in #hich an item is arranged on a shel or table,
in a dis1lay case or #indo#, the s1ace and 1osition gi2en to it, and the ty1e o sale
1romotional material (Posters, signs, etc.) used or reinorcement are also inluencing
actor.
Description o- Stores 1isited
/asy Day & "rihasthi'
Easy day and Grihasthi only a2ailable su1er mar$et store in Dashi1ur city. Easy day
store sho1 that caters to e2ery amilyAs day(to(day needs. 'hey bring #ide range o
rele2ant goods, high !uality 1roducts and great n store e*1erience and ser2ice, all under
one roo. 'his neighborhood ormat store oers range o 1roducts at the com1arati2ely
reasonable 1rice. 'he #ide range o assortment o goods includes 1ersonal care 1roducts,
stationary, household articles< daily need grocery including sta1les, 1rocessed oods, and
resh 1roducts.
Store location is reachable and these are the only a2ailable su1er mar$et store, 'hey are
en"oying customer loyalty, the 1ar$ing acility #as not ade!uate or u1 to the mar$,
interior dis1lay is attracti2e and color and music inside the store is attracti2e and
soothing.
5ocal Kirana store'
/t is located in the city o Dashi1ur inside the mar$et. it #as com1arati2ely small. /t
carries a general line o merchandise. /t carries limited selection o merchandise #here
1eo1le rom surrounding areas can access to 1urchase all their general goods. 'he store
carries general routine stoc$ and obtains s1ecial orders rom customers. /t has routine
1roducts li$e home 1ersonal and daily used 1roducts. 'he store got 1roducts range sot
drin$s, ice creams, s$in care, hair care, cigarettes #ith limited brands, and coo$ing oils.
edical Store
/t is more or less similar to local $irana sho1s in terms o hair care 1roducts. /t is located
on the road in rom o Dashi1ur bus stand. 'he store location is accessible but the noise
1ollution is 2ery high. Customers most o the time are not able to hear the con2ersation
#ith the sales 1erson in the store. 'he store is 2ery congested and they use sot#are to
identiy the 1roduct on the sel and stoc$. 'he hair care section is located "ust in ront o
the store #here customer can see the section.
Findin#s (9arious le1els)
1
S&
5/9/5'
'he o2erall hair oil mar$et is huge, 2alued at 9s 3 bn. 'he mar$et is gro#ing at
im1ressi2e :(> ;.
@air &il 7rands?
Dabur :mla
!arent
Company Dabur
Cate#ory Personal Care brands ( @air care
Sector FMCG
&a#line2
Slo#an
Zyada Lambe, Zyada Mazboot, Zyada Khubsoorat Baal, Asli amla Dabur
amla
;S! Largest hair oil brand in /ndia
S&!
Se#ment @air oil segment #ith natural ingredients
&ar#et "roup Jouth and middle aged men and #omen
!ositionin#
Contains the nourishment o Amla and ma$es hair strong rom inside, beautiul
outside
S<*& :nalysis
Stren#th
,. Established 1roduct and trusted brand name
-. Pro2ides shine and sotness and ma$es hair healthy rom inside
5. Contains trusted natural ingredients li$e amla
6. Strong distribution net#or$ across the country
8. Celebrity= ilm star brand ambassadors
<ea(ness
,.Preerred by loyal customers as youth ind other brands attracti2e-.Stic$y and
oily, stains the 1illo# #hen used o2ernight
*pportunity
,.E*1ansion in rural mar$ets-.E*1ort 1otential5./nno2ation in other hair care
1roducts
&hreats
,.Aggressi2e com1etitors-.'hreat rom ne# entrants or local 1layers selling oil
#ith natural ingredients5./ntroduction o oil in the mar$et #ith better ragrances,
ingredients and inno2ation
Competition
Competitors
,.MaricoAs Shanti Amla
-.7a"a" 7rahmi Amla
5.Emami Plus @air &il
Himani Navratna oil
Parent
Company Emami
Category Haircare
Sector FMCG
Tagline/
Slogan Sirdard, Tension, Anidra aur Thakan Jao Bhool - Raho Thanda Thanda Cool Cool
USP
Potent therapeutic oil, prepared from a combination of nine Ayurvedic herbs, provides
stress relief, relaxation and a sense of rejuvenation.
STP
Segment Therapeutic Hair oil
Target Group Masses, especially young and middle aged men who suffer from a day to day stressful life
Positioning It can rejuvenate you if stressed
SWOT Analysis
Strength 1. Market leader in its category with around 50% market share
2. Endorsements by Amitabh Bacchan, Shahrukh Khan throughout India and by
Chiranjeevi, Surya and Upendra in South India have helped establish a high brand
recall
3. Company has invested on product innovations and launched Navratna Oil Lite,
Navratna Extra thanda oil. This has benefited the brand immensely.
6. Company has been strong both in ATL as well as BTL activities. Activation
programs conducted through rural vans, participation in rural festivals,
congregations, wet sampling initiatives at railway stations, BPOs, religious places,
factories, bus terminals, ghats etc to demonstrate efficacy have increased product
trials and awareness
Weakness
1. The celebrity presence seems to overshadow the brand proposition, thus the brand
message gets lost and only celebrity recall is there.
Opportunity
1. Introduction of newer variants would help better penetration in both rural and urban
markets
2. The brand can look for additional promotion through extensive wall paintings, dealer
boards, hoardings and shop presence especially in the rural markets.
Threats
1. The modern day youth prefer taking medicines for headaches and such other ailments
and shy away from using oils.2. With almost all the competitors offering similar benefits,
celebrity endorsements alone might not provide competitive edge over a long term
Competition
Competitors
1. Himgange
2. Marico Maha Thanda
3. Dabur Super Thanda
4. Banphool
5. Rahat Rooh
Parachute
!arent
Company arico
Cate#ory Personal Care brands( @aircare
Sector FMCG
&a#line2
Slo#an Gorgeous @amesha
;S! ,44; Pure Coconut &il
S&!
Se#ment A11earance and health conscious 1eo1le o all ages
&ar#et "roup
Iomen o all ages in both urban and rural 1o1ulation o /ndia K Joung and
a11earance conscious consumer
!ositionin# Positioned on the 1latorm o 1urity
S<*& :nalysis
Stren#th
,. Mar$et leader in its category, has a huge loyalty in the urban K rural sections o
/ndia
-. 7rand has sought to remain rele2ant and dierentiated through a sle# o
initiati2es in 1ac$aging K communication li$e the E#eight(testG (1ro2ing that 1ure
Coconut oil is hea2ier than im1ure oil)
5. Parachute en"oys tremendous e!uity and trust #ith e2ery 1assing generation
6. /s entering the sham1oo mar$et #ith Star) and has a range s1eciically or the
age grou1 o 5(,4yrs
8. &ne o the most recogni)ed and trusted brands
<ea(ness
,. /nno2ations li$e 1ersonal massager #here a2ailable only in select cities and
limited !uantities
-. Parachute @ot &il should be a seasonal 1roduct and should be sold in #inters
and not during summers in 1laces #here it gets 2ery hot.
5. 'he original 1arachute oil solidiies in #inter season.
*pportunity
,. Parachute can get into s$in care by introducing oils or a11lication on the entire
body
-. Launch 2ariants that ha2e not only coconut but also other natural ingredients that
beneit the hair. 'his #ill hel1 ight com1etition rom brands that are not made o
coconut but other ingredients li$e badam, amla, mustard etc.
&hreats
,. Many 1layers are entering the mar$et-. Parachute as a brand is 1ositioned as a
coconut oil. Com1etitor brands are communicating the ad2antages o using oils
that are made o badam, amla, mustard etc.
Competition
Competitors ,.Dabur-.0a2ratna5.@LL
,a%a% :lmond )air *il
!arent
Company 7a"a" Cor1 Ltd
Cate#ory @air care (@air oil)
Sector FMCG
&a#line2
Slo#an 0ourished hair. Stylish you.
;S! Pro2ides !uality #ith style
S&!
Se#ment @air oil segment
&ar#et "roup
Iomen #ho #ant their hair to shine and loo$ good, maintaining !uality at the
same time
!ositionin# A hair oil #hich nourishes your hair and maintains style at the same time
S<*& :nalysis
Stren#th
,. Iell $no#n brand in /ndia
-. A good distribution net#or$5. 0on(stic$iness adds to the 1roduct 2alue
6. Pac$aging ensures its almond oil 1ro1osition is #ell 2isible
8. Good brand 2isibility o#ing to 'FCs and 1rint ads
<ea(ness
,. @as an image o being used by elderly ladies, i.e. not too common amongst
urban youth
-. Priced at a 1remium to other hair oils due to #hich it loses out on the lo#er
middle class mar$et share
*pportunity
,. 'o use non(traditional 1romotional strategies in order to 1enetrate the mar$et
-. /ntroduce sachets and other 1rice 1oints #hich shall hel1 introduce it to the 1rice
conscious lo#er middle class emale (mar$et entry)
5. 'ry to introduce a 1ac$aging #hich not only s1ea$s o its almond oil 1ro1osition
but also doesnAt brea$ that easily
&hreats
,.'he /ndian consumer is mo2ing to#ards sham1oos
-. Foreign 1layers coming u1 #ith better hair care 1roducts
Competition
Competitors
,. Fati$a
-. Dabur
5. Parachute
6. Sch#ar)$o1
Dabur 9ati(a
!arent
Company Dabur
Cate#ory Personal Care brands ( @air care
Sector FMCG
&a#line2
Slo#an @air that shine #ith health
;S! 0atural ingredients #hich include heena and amla
S&!
Se#ment Premium segment and high 1rice mar$et segment
&ar#et "roup
Conident, #ell educated and young #omen ready to s1end money or nourishment
and healthy 1roducts
!ositionin# 9esol2e hair 1roblems and ma$e hair healthy
S<*& :nalysis
Stren#th
,. /nno2ati2e 1roduct oering containing henna, amla and lemon other than basic
hair nutrients
-. Strong distribution net#or$
5. @igh in2ol2ement in 9KD
6. E*tensi2e su11ly chain
<ea(ness ,.Aggresi2e com1etitors
-.@igh 1rice
5.Stic$ing to only ayur2edic technology
*pportunity
,. Enter ne# categories< inno2ate oerings
-./ncreased 1urchasing 1o#er o the middle class
5.'hreat that it may contain chemicals and is not a 1ure 1roduct
&hreats
,. Com1etition rom #ell established names
-. -.'hreat rom substitutes
5. 5.Pro2ides ayur2edic 1roducts only #hich are not recogni)ed in 2arious
mar$ets
Competition
Competitors
,.7a"a"
-.@%LAs Clinic 1lus and Clinic All Clear
5.MaricoAs Parachute &il
2
nd
5/9/5'
$nsi#hts
"ender
Ihich @air 7rand Do you Preer &2er &thersL
*pinion about0=pac(in# si4e o- hair oil is #ood> ?!roduct @ualityA
*pinion about0=the brand has su--icient color> ?!roduct @ualityA
*pinion about0B1ariety o- styles in brandB ?!roduct @ualityA
*pinion about0Bstyles o- the brand -eaturesB ?!roduct @ualityA
*pinion about reputable to the brand ?,rand CameA
*pinion about0pricin# o- brand is satis-actory+ ?,rand CameA
From where do you purchase the hair oilD
*pinion about0store location o- the brand ?Store /n1ironmentA
*pinion about0interior display is attracti1e ?Store /n1ironmentA
*pinion about0salesperson o- the store is well trained ?Store Ser1ice @ualityA
*pinion about0salesperson o- the stores -riendly and courteous ?Store Ser1ice
@ualityA
*pinion about0ad1ertisement o- the brand is attracti1e ?!romotionA
*pinion about0window displays are attracti1e ?!romotionA
*pinion about0the brand pro1ide #oods 1alue -or money ?!riceA
Satis-action -rom the productD
Does your purchase in-luenced by any -actorD
Conclusion'
Consumer 1reerence or hair oil in /ndia is 2ery clear rom the abo2e research and one
single brand 1arachute is dominant brand #ith 65; #hile 7a"a" Almond is "ust a#ay #ith
,4; in consumer mind. Place o 1urchase is signiicantly changed rom su1er mar$et,
General Dirana store and medical store. As res1onse sho#s that consumer doesnAt care
about the 1lace o 1urchase as soon as he=she gets the 1reerred brand. Consum1tion o
the hair oil is more by male as com1ared to #omen because o the hair oil consum1tion
habits are less in case o emale. Male use hair oil on regular basis ho#e2er, the ne#
young generation is shiting to#ards hair styling gel and other substitute 1roducts such as
@air Cream, @air Styling Gel and S1ray. @o#e2er 1roduct satisaction is more in case
consumer uses hair oil.